Internationalization and relationship marketing: an introduction

Morteza Khojastehpour, Raechel JOHNS

Research output: Contribution to journalArticle

13 Citations (Scopus)
6 Downloads (Pure)

Abstract

This paper aims to integrate the concepts of the internationalization process and relationship marketing (RM). It identifies two stages for internationalization (pre-internationalization and post-internationalization) and assigns RM components for each step.
Original languageEnglish
Pages (from-to)238-253
Number of pages16
JournalEuropean Business Review
Volume26
Issue number3
DOIs
Publication statusPublished - 2014

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